Brand Strategy And Digital Transformation For Advanced Safety
Their ERP was advanced — their website made them look basic.
Advanced Safety underwent a full corporate rebrand and digital transformation to reposition themselves from a product vendor to a strategic B2B partner. The project included a new content-driven website, commercial photography, and a restructured e-commerce experience to emphasize expertise and trust.
Insights
- The main issue was a front-end/back-end mismatch: Advanced Safety had a highly integrated ERP for inventory and pricing, but the website failed to show their expert services, making enterprise capabilities effectively invisible.
- Piquant restructured the digital experience by moving e-commerce to a subdomain, separating the transactional shop from the content-led brand site so the main site could build authority instead of just listing stock.
- The rebrand included a new visual identity, a content-driven website, commercial photography, and cinematic video — specifically 40 custom assets — to replace static or stock imagery and make expertise feel tangible.
- Accessibility was built into the front-end overhaul with WCAG compliance, which matters for a buyer mix that includes frontline teams, site managers, procurement professionals, and multinational corporations.
- Advanced Safety is based in Castlebar, County Mayo, and serves PPE, customised workwear, and industrial safety customers across four distinct audience groups, which made the shift from vendor to strategic B2B partner especially important.
